Creative Co-Op: UX Discovery
Project Overview
Problem Statement
Creative Co-Op acquired two new standalone brands and was managing all three e-commerce sites separately.
Goal
Deliver an engaging multi-site experience for independent retailers, designers, and sales reps. Make it easy for users to sign in, discover new inventory, and bring each brand’s shopping cart to checkout.
Step 01: Initial Discovery
Leverage stakeholder feedback
To start unpacking business and user goals, we conducted an interactive stakeholder survey to align on objectives and to understand their target audiences.
The interactive survey made it easy and enjoyable for recipients to fill out. Results were quickly exported and reviewed internally. Key insights and takeaways were placed into a presentation deck for discussion with the client.Create a brand framework
We completed a brand framework exercise to understand current branding and evolve existing style guides into a coherent user experience.
It was important to understand Creative Co-Op's brand early on so that we could bring it to life in the following design phases. Brand Framework template provided by NN/g.Review customer data and analytics
We reviewed site traffic analytics to understand where and how to speak to the target demographic.
Step 02: Define User Personas and Customer Journey Maps
After we understood the target demographics, we defined user personas and customer journey maps to empathize with their users and uncover friction points as well as areas of opportunity.
Personas: Retailer (new user), Retailer (power user) and an Interior Designer (new audience)Step 03: Optimize Site Experience for Personas
Each persona and customer journey map allowed us to uncover features and enhancements to make their experiences a little easier and a lot more enjoyable.
How Might We (HMW) statements let us explore potential feature enhancements for each persona. For example, how might we encourage product discovery? Or, how might we incentivize brand loyalty? And, how might we simplify the dashboard screen?Step 04: Start Wireframing and Prototyping Key Experiences
Focusing on the independent retailer shopping journey, we explored advanced product sorting/filtering, as well as unidirectional and bidirectional variant relationships, and a streamlined checkout.
To start, I explored a common product thumbnail layout with filtering options in a vertical sidebar.
Due to unique product categories and attributes, I also explored a drawer as it could handle complex sort and filtering options. We pushed forward with this option because of its versatility - it could better support data from all three brands.
To make product availability abundantly clear, I struck-through and deemphasized out-of-stock or unavailable variant options.
I explored options for how users could checkout one, two, or all carts in the checkout.Outcome/Results
This project is currently in development. How we’ll measure success:
Increase of new customer registrations
Reduced time from registration approval to first order
Increased average order value
Increased repeat orders, more frequent orders